Author(s)

Yimeng Yuan

School of Foreign Languages, East China University of Science and Technology, Shanghai, China.

This study applied multimodal positive discourse analysis to investigate the current state and prevailing challenges associated with the English translations of China’s time-honored brands in Shanghai. Employing a comprehensive analysis that integrates both language and image, the study proposes translation strategies suitable for the nomenclature of these China time-honored brands in Shanghai. These strategies aim to preserve the brands’ uniqueness and traditional styles while navigating potential linguistic and cultural challenges. The research findings indicate that multimodal positive discourse analysis serves as an effective tool in fostering cross-cultural communication for China time-honored brands in Shanghai. Through this approach, there emerges a promising avenue for facilitating the adaptation of these heritage brands into the international market sphere. Furthermore, it presents an opportunity to elevate brand recognition and facilitate broader cultural diffusion.

China Time-Honored Brands, Shanghai, Multimodal Positive Discourse Analysis, Language, Image

Yuan, Y. (2024) Study on the Translation of China Time-Honored Brands in Shanghai from the Perspective of Multimodal Positive Discourse Analysis. Open Access Library Journal, 11, 1-13. doi: 10.4236/oalib.1111392.